Magazines mean different things to different people. It can be a guilty-pleasure, an anticipated monthly treasure trove, or a take on the role of a reference book. Recycled after each issue or carefully stored on a shelf, magazines are powerful vehicles of communication. But by their very transient nature, magazines are an amalgamation of information — and, since magazine advertising is not cheap, you deserve for your printed ad to have a fighting chance with the reader. Think for a second about ads that you yourself have passed by while flipping through a magazine. They become silence, or white noise. But then, occasionally, you stop. You’ve been drawn in. You give the ad your attention. The ad has won. That’s the kind of ad you want for yourself — the one that makes people stop. Or even tear it out quietly because they just have to keep it.